Canon

— Studio initiated

Dams has undertaken a design initiative that seeks to innovate the packaging and branding of Canon lenses. The complete proposal is in two parts. The first being the unique 3-dimensional pack design (yet to be released). The second, a graphic system based on a custom typeface by Dams and a reinvigorated colour scheme, presented here as a series of notional flyposter designs.

The total proposal seeks to leverage and innovate upon Canon’s existing product tier characteristics and nomenclature, together with other long established brand elements. The project is an attempt to better communicate the Canon lens range and position the brand as an outright leader among professional photographers and consumers alike.